(16 hrs) Video Marketing (Part of SCTP)
About This Course
This Video Marketing course is designed for aspiring video marketers, content creators, and marketing professionals who want to develop strategic and effective video content for marketing and communication purposes. The course focuses on how videos can be planned and structured to capture audience attention, communicate clear messages, and support business objectives.
Participants will learn how to define the purpose of video content, understand target audiences, and design videos that align with specific marketing goals. The programme explores key storytelling principles that enhance audience engagement, including narrative structure, emotional connection, and the development of clear and purposeful video scripts.
The course also introduces practical approaches to planning video production, translating ideas into structured content plans such as shotlists and storyboards to ensure a clear creative direction. Participants will learn how to identify common quality issues in video content and apply appropriate solutions to maintain professional standards.
In addition, the programme covers platform publishing requirements, branding and legal compliance considerations, and the use of analytics to evaluate video performance. Emerging technologies, including artificial intelligence, are also introduced to support more efficient video content development and workflow planning.
By the end of the course, participants will be able to plan and develop purposeful video content that meets industry standards, engages audiences, and supports marketing objectives across digital platforms.
What You'll Learn
1. Analyse types of quality issues in video content.
2. Develop solutions to rectify identified video quality issues.
3. Develop remedial actions to resolve issues that do not comply with industry standards.
4. Evaluate edited footage to recommend improvements to storytelling and emotional engagement.
5. Design scripts and conceptualise edits that achieve the intended creative vision.
6. Develop editing standards and guidelines aligned with legal, branding, and broadcasting requirements.
7. Plan post-production workflow, outlining processes and timelines.
8. Develop technical parameters to assess video quality.
9. Evaluate industry and platform quality standards.
10. Determine comprehensive quality and compliance reviews for publishing.
11. Evaluate editing technologies that enhance efficiency and output quality.
12. Apply and facilitate the adoption of relevant editing tools into post-production workflows.
Entry Requirements
Prerequisites
Language:
• Attained at least WPLN level 6 OR
• Obtained Grade C6 for GCE O level English OR
• Other equivalent qualifications
Academic:
• Obtained at least a pass or C6 at GCE O Level in at least 3 subjects OR
• Candidates with other qualifications will be considered on a case-by-case basis OR
• Mature candidates (≥ 30 years old) with 8 years of relevant working experience